Ad volumes for UEFA EURO 2020 see 40% drop compared to UEFA 2016: TAM AdEx

With 61 million viewers, UEFA EURO 2020 attracted more than 3x the viewers of UEFA EURO 2016. However, as TAM AdEx’s data reveals, compared to UEFA 2016, Ad Volumes during UEFA 2020 were down by 40%. Tally of categories, advertisers and brands, too, decreased by 21%, 39% and 34%, respectively, in UEFA 2020 compared to UEFA 2016.

The data is based on TAM AdEx’s analysis of Ad Volumes for advertising across 10 Sony Network channels for UEFA 2020 and 4 for UEFA 2016. The study is on All Live matches during UEFA Season 2020 and 2016 only, that is, excluding pre-mid-post programs.

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Not surprisingly, the final match of UEFA 2021 registered the highest Advertising across Sony Network channels, that is, 70 minutes. Match 49 and Match 50, the semi-finals, clocked 42 minutes and 64 minutes of advertising, respectively.

Among the top 5 categories, Smart Phones was common in both UEFA Cups. While in the 2016 games Smart Phones had a 29% share of the total advertising, in the 2020 edition the share dropped to 10%. In 2020, E-com-Wallets topped the categories with a 26% share of the advertising. During UEFA 2020, the Top 5 categories collectively contributed more than 70% of the overall Ad Volumes.

Dreamplug Technologies was the top advertiser with 26% share of the ad volumes during UEFA 2020. Acko General Insurance was placed second with a 15% share. The Top 5 advertisers contributed 66% share of the Ad Volumes during UEFA 2020. In UEFA 2020, 3 out of the top 5 advertisers were from the ‘Services’ sector.

CRED was top brand during UEFA 2020 with 26% share of the Ad Volumes, followed by Acko.com with 15% share. The Top 5 brands contributed 63% and 57% share of Ad Volumes during UEFA 2020 and UEFA 2016, respectively.

Over 10 new categories appeared during UEFA 2020, compared to UEFA 2016. Among the new categories, Ecom-Financial Services topped the list followed by AV Auxiliaries.

20-40 seconds ads were utilised the most by advertisers during commercial breaks, followed by < 20 seconds ads.